How branding can help in the fight against HIV

Can branding help combat HIV? Global non-profit Population Services International believes so.

PSI developed a new identity for their market-leading Trust brand and asked Added Value to test the modified positionings and packs. Our Emotional Brand Connection (EBC) methodology was able to go beyond rational reactions and, ultimately revealed that the proposed changes elicited negative emotions from consumers by moving too far from the brand’s trusted equities.

Our work helped PSI understand how trusted and familiar trumps the excitement of the new.